Market Research Transformation infinite insights, infinite possibilities Market Research Transformation Presented by Kumar Mehta, Global CEO of Borderless Access at IIR The Market Research Event, October 2009 a Cross-Tab subsidiary company

Market Research Departments are at a Crossroads

Market Research Departments are at a Crossroads Generally well regarded and playing a crucial role……. Responsible for providing customer “insights” into an organization Company expert around customer surveys and other research techniques Works well with two constituencies, internal business partners and external agencies Generally in a good position as customer focused orgs invest heavily in research …… Yet struggling to increase influence and impact Not positioned to lead with the customer, competitive and market intelligence needs of global business corporations Looking for find new ways to add value to evolve from researchers to business advisors Looking for ways to get a permanent “seat at the table” Market Research Departments have the potential to be a leader within the information driven corporation of tomorrow The only department with the mandate, tools and funding and focus to stay abreast of market and ahead of the mark This can happen with through an evolutionary transformation

Transformation requires a fundamental shift in the tenets of a market research organization Research studies to facilitate decisions and reduce risk Consumer insight Inspire ideas to Ignite growth Research 2.0 Research 1.0 Research 3.0 Generating Research Data Using Research Data Using Information Delivering Data Delivering Insight Delivering Impact Discipline Focused Partnership Focused Decision Focused Fragmentation Collaboration Integration Reacting to the Business Supporting the Business Driving the Business

Areas to on: Redefine the Research Paradigm Core Skills of Research Managers

Redefining the Research Paradigm Integrated Product: True insights come from blending information from all sources , 360 listening Survey Research, Authorities, Web 2.0, Private Channels, secondary research, user generated data, Private Communities Build listening systems that combine the rigor of research and the richness of blogs and communities Dedicated Delivery:  The most successful relationships involve building dedicated teams with research suppliers Becomes an extension of the client teams designed to increases capacity, capabilities and agility Value of teams increases exponentially over time Recruited for specific needs and paid as FTE’s Disaggregation:  Bring in expertise no matter where it sits Resources from around the globe for the best combination of expertise, service quality and price Disaggregation of research process allows for staffing of each project team with world experts

Core skills for Research “Trusted Advisors” Business Understanding Understanding business model and priorities Building and executing on a business grounded Research plan Knowing and supporting key decisions Driving insights based action Research Discipline Excellence Unparalleled Discipline Excellence World Class Delivery of Research Broad Communication of findings Impact and action of results Operational Excellence “Trusted Advisors” Personal Leadership Personal Contribution Conviction Ability to have hard conversations Passion and Attitude Personal Growth and Development

Thank You Kumar Mehta Global CEO www.borderlessaccess.com infinite insights, infinite possibilities Thank You Kumar Mehta Global CEO www.borderlessaccess.com